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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 江淳芳(Chun-Fang Chiang) | |
| dc.contributor.author | Yi-Ching Chan | en |
| dc.contributor.author | 詹苡晴 | zh_TW |
| dc.date.accessioned | 2021-06-17T02:43:08Z | - |
| dc.date.available | 2025-08-17 | |
| dc.date.copyright | 2020-08-21 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-08-17 | |
| dc.identifier.citation | Bandura, Albert (1977), Social Learning Theory. Englewood Cliffs, NJ: Prentice Hall.
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/68938 | - |
| dc.description.abstract | 本研究分析使用者評論與個人化資訊對消費者行為決策的影響。我們在某線上預訂平台上執行受試者間設計的隨機實驗，實驗結果發現，只顯示商品的評分時，並不能提升使用者的點擊意願與購買意願；但同時顯示商品評分與評論數時，平均點擊數顯著增加。此外，使用者也會傾向點擊高評分或高評論數的商品。我們更進一步分析實驗對不同類型使用者的影響，我們發現活躍的使用者會對使用者評論更有反應，而新註冊且完成個人資料填寫的使用者會對個人化資訊較有反應。 | zh_TW |
| dc.description.abstract | In this paper, we are interested in the effects of customer feedback and personalized information on customer purchase intention. A randomized control trial is conducted on an online reservation platform, with a 3 x 3 between-subject factorial design. We found that showing star ratings alone does not have a significant effect on click-through intention nor purchase intention. Showing star ratings alongside with the number of reviews, instead, significantly increases total clicks per user. Moreover, users tend to click on the products with higher star ratings or with a higher number of reviews. We also examine the effect for different user types. The results show that active users are more responsive to customer feedback than their inactive counterparts, and new users with personal information are more responsive to personalized information. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T02:43:08Z (GMT). No. of bitstreams: 1 U0001-1708202002093500.pdf: 5386935 bytes, checksum: 1e834a9ed627a7799824d00548a26523 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 1 Introduction 1 2 Theoretical framework and hypotheses 3 2.1 Cue utilization theory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2.2 Online customer feedback . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 2.3 Personalized recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 3 Experimental Design 8 3.1 Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.1.1 Introduction to the platform . . . . . . . . . . . . . . . . . . . . . . . . . 8 3.1.2 Online feedback system . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 3.1.3 Popularity label . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 3.2 Experimental design and procedure . . . . . . . . . . . . . . . . . . . . . . . . . . 11 4 Results 14 4.1 Balance check . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 4.2 User’s click-through intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 4.3 Relationship of user type and click through intention . . . . . . . . . . . . . . . . 20 4.4 Relationship of product information and total clicks . . . . . . . . . . . . . . . . . 23 5 Conclusion 28 References 29 A 33 B 50 C 51 | |
| dc.language.iso | en | |
| dc.title | 使用者評論與個人化資訊對消費行為的影響：以線上預訂平台為例 | zh_TW |
| dc.title | How online reviews and personalized information influence consumer purchase behavior? An analysis based on the online reservation platform | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 108-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 林明仁(Ming-Jen Lin),李宗穎(Chung-Ying Lee) | |
| dc.subject.keyword | 人氣線索,使用者回饋,個人化推薦系統,消費者購買決策,電子商務, | zh_TW |
| dc.subject.keyword | Popularity cues,Recommendation system,Users' behavioral intentions,Feedback mechanism,E-commerce, | en |
| dc.relation.page | 52 | |
| dc.identifier.doi | 10.6342/NTU202003656 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-08-18 | |
| dc.contributor.author-college | 社會科學院 | zh_TW |
| dc.contributor.author-dept | 經濟學研究所 | zh_TW |
| 顯示於系所單位： | 經濟學系 | |
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